Published on
August 12, 2025 |
During the first half of 2025, foreign tourist visits to Turkey rose to 25.53 million, a two percent increase compared to the previous year. In tandem with this, foreign tourism revenue also showed some improvement. Though, the medical tourism which used to be a significant revenue generator for the country has almost disappeared, while shopping and gastronomy tourism are on the rise.
Rising Popularity of Shopping Tourism
One of the standout sectors in Turkish tourism in 2025 is shopping. Foreign visitors have shown increased spending on retail items, particularly clothing, footwear, and souvenirs. Retail tourism spending surged by one hundred eighty-three dollars million, totalling three dollars and seventy-four cents billion in the first half of the year. Additionally, the number of tourists primarily visiting Turkey for shopping purposes grew by 7 percent, reaching 1.86 million visitors, which now represents 5.6 percent of the total foreign arrivals, a slight increase from 5.4 percent in 2024.
Gastronomy Tourism: A Significant Growth
Another sector showing positive momentum is gastronomy. With favourable changes in the purchasing power of foreign visitors driven by currency fluctuations and a decrease in domestic inflation restaurants and cafes in Turkey have become more attractive. Food and beverage expenditure from foreign visitors rose by 15 percent, reaching five dollars and forty-three cents billion, an increase of six hundred eighty-nine dollars million from 2024. This surge helped gastronomy contribute to 21.35 percent of total tourism revenue, up from 20 percent in 2024.
Turkey’s rich culinary offerings are becoming an essential part of the travel experience for many international visitors, making gastronomy tourism a key player in the country’s overall tourism strategy.
Decline in Medical Tourism
In contrast to the positive trends in shopping and gastronomy, Turkey’s medical tourism sector has faced setbacks. This sector, which once saw rapid growth due to services such as hair transplants, cosmetic procedures, and bariatric surgery, experienced a notable decline. Official data indicates a decrease of sixty-eight thousand medical tourist arrivals, dropping from eight hundred one thousand in 2024 to seven hundred thirty-three thousand in the first half of 2025. This drop contributed to a two hundred twenty-nine dollars million reduction in revenue, bringing the total to one dollar and thirty-nine cents billion.
The decline in medical tourism has been attributed to safety concerns and scandals surrounding patient deaths, which significantly undermined the reputation of the sector. As a result, this shift in visitor preferences poses a challenge for Turkey’s tourism industry, which must now address these concerns to restore confidence in health tourism.
Overall Growth in Tourism Revenue
Despite the decline in medical tourism, Turkey’s tourism industry has benefited from the growth in shopping and gastronomy. For the first half of 2025, the country’s total tourism revenue increased by 7 percent, reaching twenty-five dollars and forty cents billion. The increase in retail and food-related expenditures helped offset the losses incurred in medical tourism.
The tourism sector in Turkey is adapting to the changing demands of travellers, with a greater focus on experiences that combine shopping and food. However, the decline in medical tourism has highlighted the need for the industry to rebuild trust in its health services, focusing on safety and quality to regain its competitive edge.
Looking Ahead: Adapting to Changing Traveler Preferences
Turkey’s tourism sector is balancing the continued development of shopping and gastronomy with the concerns of medical tourism. With increasing international visitors seeking a combination of shopping, sightseeing, and gastronomy, the country is well-positioned to diversify its offerings and capture high-value tourists.
The drop in medical tourism requires a comprehensive restructuring strategy that focuses on revamping the image of the sector and providing safe access to visitors. This will further consolidate Turkey’s position as a global tourism leader.
